Niche: Why the Market No Longer Favours the Mainstream

Our cultural consumption is no longer controlled by the giants of the mainstream market. Many giants have become weak and defensive – hovering around the middle of the market and striking out wildly in search of new audiences.

In his book, Niche, James Harkin explains that no size fits all and that anyone who tries to be all things to everyone ends up as nothing to anyone. James argues that innovation and profitability are quietly moving from the middle of the market to a series of tightly defined but globally scattered niches, bound together by the reach of the net.

This webinar looks at:

• Why it usually pays to forget about the general audience and instead stake out an identifiable niche
• How specialist brands have all succeeded by building their authority over narrow areas of expertise and cultivating a passionate audience around them
• Case-studies drawn from retail, manufacturing, culture, media and politics
• Why successful brands are all about honing and capturing niche markets

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Comments from the audience:

“The overall concept that it is best to find a niche that you can excel in and do it extremely well.”

“Understanding the difference between a niche & a demographic and taking the hype out of internet marketing.”

“Love the webinar style of learning and connecting with like-minded people. Great job Suzi and thank you for asking my question.”

“Reinforced my belief in specialising in a premium niche.”

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